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  1. Demo version Iceland: Crispbread Market. September 2017 GLOBAL MARKET INSIGHTS WILLIAMS&MARSHALL STRATEGY Demo version of the report Iceland: Crispbread Market October 2017 Market research Page 1of 39 www.wm-strategy.com www.wm-strategy.com Contact us: info@wm-strategy.com

  2. Demo version Iceland: Crispbread Market. October 2017 Report overview Report overview This report presents a strategic analysis of the crispbread market in Iceland and a forecast for its development in the next five years. It provides a comprehensive overview of the market, its dynamics, structure, characteristics, main players, growth and demand drivers, etc. The purpose of the report is to describe the state of the crispbread market in Iceland, to present actual and retrospective information about the volumes, dynamics, structure and characteristics of production, imports, exports and consumption and to build a forecast for the market in the medium term. In addition, the report presents an elaborate analysis of the main market participants, the price fluctuations, growth and demand drivers of the market and all other factors, influencing its development. This research report has been prepared using the unique WMStrategy’s methodology, including a blend of qualitative and quantitative data. The information comes from official sources and insights from market experts (representatives of the main market participants), gathered by semi-structured interviews. The report on the crispbread market in Iceland includes:  Analysis and forecast for the economy and demographics of Europe;  Analysis and forecast for development of the market volume (market size), value and dynamics;  Market breakdown (by origin, by product types, etc.) in both volume and value terms;  Volume, dynamics and analysis of domestic production (past, current and future);  Analysis of price levels (wholesale, retail, distributors, etc.) and their dynamics (past, current and future);  Volume, dynamics and analysis of imports (past, current and future);  Volume, dynamics and analysis of exports (past, current and future);  Volume, dynamics and analysis of consumption (past, current and future);  Value chain analysis and structure of price formation;  Analysis of the factors, influencing the market development (market growth drivers, restraints, recent state programs, etc.);  Characteristics of the main market participants (manufacturers, distributors, wholesalers, retailers, importers, exporters, Governmental structures, etc.) and the competitive landscape;  Main distribution channels for the retail sales of crispbread in Iceland; Page 2of 39 http://www.wm-strategy.com

  3. Demo version Iceland: Crispbread Market. October 2017    Analysis and forecast of the trends and levels of supply and demand on the market; Analysis of the major trade flows; Forecast for market development in the medium term (including three possible scenarios for development). Brief overview of the used methodology:  Analysis of official statistical information;  Semi structured interviews with market experts;  Semi structured interviews with corporate clients of the market;  Analysis of information, received from the main market participants;  Analysis of secondary information from official sources;  WMStrategy’s own methodology. The report contains information on the following products:  Crispbread: o Single-grain crispbread; o Whole-grain crispbread; o Multi-grain crispbread; o Gluten free crispbread. The report covers the following countries:  Iceland. The report covers the following companies:  Producers and traders: o The Kraft Heinz Company o ConAgra Foods o General mills o Orkla Foods o Yildiz Holding o Mondelez International o Bakkersland Groep B.V. o Barilla Holding Societa per Azioni o Warburtons Ltd o Oy Karl Fazer Ab o Pagen AB o Vaasan Oy Page 3of 39 http://www.wm-strategy.com

  4. Demo version Iceland: Crispbread Market. October 2017 Associated British Foods Plc La Lorraine NV Biscottes Auga Picard SA Groupe Limagrain Holdings S.A. IBIS GmbH Grupo Bimbo S.A. de C.V. Top Bakkers B.V. Jordans and Ryvita Co Ltd Chaber S.S. Roma Foods Products Peter’s Yard Gutena Nahrungsmittel GmbH GG Bran Crispbread Retailers: o 10-11 o Bonus, Hagar hf. o Costco, Costco Wholesale o Netto, Edeka Zentrale AG & Co. KG The list of companies, covered in the report can be amended and updated, based on your exact requirements! This report will allow you to:  Quickly and cost–effectively get a strategic analysis and gain competitive intelligence about the market;  Track market data, including size, value, segmentation, forecasts, dynamics and structure – past, present and future;  Explore and identify new market opportunities within the market;  Track and identify key market trends, opportunities and threats and key drivers behind recent market changes;  Strategically assess market growth potential, demand drivers and restraints on the market;  Evaluate the key macroeconomic and demographic indicators to get insight into the general trends within the economy;  See how the market performed in the past (over the last 5 years) and how it will perform in the future (in the next 5 years);  Get acquainted with the leading companies on the market and their strategic position;  Evaluate how diversified the market is in terms of competitive intensity, fragmentation and environment and understand competitive threats;  Empower your marketing, branding, strategy and market development, consumption o o o o o o o o o o o o o  Page 4of 39 http://www.wm-strategy.com

  5. Demo version Iceland: Crispbread Market. October 2017 and supply functions with useful and actionable market insights; Build your investment strategy by assessing market attractiveness or company attractiveness; Build your own market entry or market expansion strategy or evaluate your current strategy; Add value to pitches and presentations by using official and accurate data and calculations.    This report is 75% ready and when complete will consist of more than 100 pages. The report will be updated as of the current month of purchase. It can be amended based on your specific requirements in order to meet your individual objectives and information needs. If you are interested in the crispbread market in Iceland, this research report will provide you with a strategic analysis of the market, its recent and future development. In addition, the report will save you time and money while presenting you all the necessary information and actionable insights, empowering you to make informed decisions and move your business forward! Page 5of 39 http://www.wm-strategy.com

  6. Demo version Iceland: Crispbread Market. October 2017 Research methodology Research methodology The report on the Icelander crispbread market uses the unique WMStrategy’s research methodology that combines quantitative and qualitative analysis. 1. Analysis of official statistical information This report includes analysis of official statistical information from different public and private sources. The information is used for the interpretation and analysis of data on the volume and dynamics of different quantitative indicators. In the same way, the information is used as basis for building forecasts for the dynamics of the quantitative indicators for the next few years. The exact list of used sources of official information is available in the full report! 2. Analysis of information, received from the main market participants The collection and analysis of information, received from the main market participants is done mainly to understand their competitive positions on the market, to define and assess how different pricing and promotional strategies are utilized on the market and what competitive advantage each of them gives. This information is also used to analyze the assortment and brand presence on the market. The information, received from the main market participants includes company presentations, annual reports, price lists, promotional materials, proposals, etc. 3. Analysis of secondary information from official sources The analysis of secondary information from official sources is used to make the picture of the market complete and full. The data is also used to verify the quantitative analysis and to enrich the qualitative one. Such information includes data from industry portals and publications, trade associations, media agencies, articles and reviews, marketing agencies, commercial databases, WMStrategy’s own research studies, and more. 4. Semi structured interviews with market experts Collection and analysis of qualitative information is used to explain different trends, growth drivers, volatility, threats and opportunities of the market. The collection of qualitative information is done through semi structured interviews with market experts. As market experts are considered representatives of the main market participants – manufacturers, distributors, wholesalers, retailers, importers, exporters, unions, professional associations and special publications, whose work is directly related to this particular market on a daily Page 6of 39 http://www.wm-strategy.com

  7. Demo version Iceland: Crispbread Market. October 2017 basis. The format of the semi structured interviews allows us not only tocover the main questions we need to ask in order to understand the logic behind the market,but also to get new insights and to allow new ideas and factors to come into the picture.During the semi structured interviews, the market experts are asked about their views on thefuture of the market, which are taken into consideration while preparing our forecasts fordevelopment. The exact list of interviewed experts is available in the full report or upon request! 5. Semi structured interviews with corporate clients of the market Another way of looking into the specific market is through the point of view of the corporate clients. In this phase of the research, we are using semi structured interviews to understand the perspective of the high-volume clients on the market. This allows for unmatched wide and deep industry understanding. 6. WMStrategy’s own methodology The own methodology of WMStrategy can be found in every step of preparing our research studies from the methodology through the processes of collecting and analyzing information to drawing conclusions from it. Page 7of 39 http://www.wm-strategy.com

  8. Demo version Iceland: Crispbread Market. October 2017 Table of contents Table of contents 1. Introduction 1.1. Report description 1.2. Research methodology 2. Executive summary 3. Characteristics of crispbread 4. Characteristics and analysis of raw materials base 5. State of the economy of Europe 5.1. Characteristics of the demographics of Europe in 2012-2016 5.2. Characteristics of the economy of Europe in 2012-2016 5.2. Forecast for the development of the economy of Europe in the medium term 6. Overview and analysis of the crispbread market in Iceland 6.1. Volume, value and dynamics of the crispbread market in Iceland in 2012-2016 6.2. Structure of the crispbread market in Iceland in 2012-2016: production, imports, exports, market volume 6.3. Structure of the crispbread market in Iceland by origin 6.4. Key recent trends on the crispbread market in Iceland 6.5. Competitive landscape of the market 6.6. Key drivers and restraints for the market development in the medium term 7. Overview and analysis of the domestic production of crispbread in Iceland 7.1. Volume, value and dynamics of the domestic production of crispbread in Iceland in 2012-2016 7.2. Share of Iceland in the total European production of crispbread 7.3. Characteristics of the main companies, producers and distributors of crispbread in Iceland 8. Characteristics and analysis of the prices of crispbread in Iceland 8.1. Value chain analysis 8.2. Structure of price formation 8.3. Characteristics of the producer prices of crispbread in Iceland in 2012-2016 8.4. Characteristics of other prices of crispbread 9. Foreign trade operations of crispbread in Iceland 10. Overview and analysis of the imports of crispbread to the Icelander market 10.1. Volume, value and dynamics of the imports of crispbread to Iceland in 2012- 2016 10.2. Major trade inflows of crispbread imports to Iceland 10.3. Share of Iceland in the total European imports of crispbread 10.4. Average import prices of the crispbread, imported to Iceland Page 8of 39 http://www.wm-strategy.com

  9. Demo version Iceland: Crispbread Market. October 2017 11. Overview and analysis of the Icelander exports of crispbread 11.1. Volume, value and dynamics of the Icelander exports of crispbread in 2012-2016 11.2. Main recipient countries of the Icelander exports of crispbread 11.3. Share of Iceland in the total European exports of crispbread 11.4. Prices of the Icelander exports of crispbread 12. Characteristics of the consumption of crispbread in Iceland 12.1. Volume, value and dynamics of the consumption of crispbread in Iceland in 2012- 2016 12.2. Volume, value and dynamics of the per capita consumption of crispbread in Iceland in 2012-2016 12.3. Balance between supply and demand on the crispbread market in Iceland in 2012-2016 12.4 Forecast for development of the crispbread market in Iceland in 2017-2022 About us This report is 75% ready and is in completion stage. The structure and the contents of this report can be amended based on your specific requirements and goals. The report will be updated as of the current month of purchase. The final version of the research report will be presented up to 5 working days after your order. If you purchase the Corporate License, you will get an Excel sheet with all the quantitative information in up to 2 working days after your purchase. Feel free to contact us for more information! List of tables • Key indicators on the crispbread market in Iceland in 2012-2016 • Key indicators of the demographics of Europe in 2012-2016 • Key indicators of the economy of Europe in 2012-2016 • Forecast for the economy of Europe for 2017-2019 • Volume and dynamics of the crispbread market in Iceland in 2012-2016 • Value and dynamics of the crispbread market in Iceland in 2012-2016 • Structure of the crispbread market in Iceland in 2012-2016, in volume terms • Structure of the crispbread market in Iceland in 2012-2016, in value terms • Structure of the crispbread market in Iceland by origin in 2012-2016, in volume terms • Structure of the crispbread market in Iceland by origin in 2012-2016, in value terms • Structure of the crispbread market in Iceland by product categories in 2016, in value terms • Main trade channels for crispbread retail distribution in Iceland in 2016, in value terms • Volume and dynamics of the domestic production of crispbread in Iceland in 2012-2016 Page 9of 39 http://www.wm-strategy.com

  10. Demo version Iceland: Crispbread Market. October 2017 • Value and dynamics of the domestic production of crispbread in Iceland in 2012-2016 • Value chain analysis of the crispbread market in Iceland • Cost breakdown of the price formation of crispbread in Iceland, in % • Volume and dynamics of the average producer prices of crispbread in Iceland in 2012-2016 • Volume and dynamics of other prices of crispbread in Iceland (wholesale, distributor, retail, etc.) in 2012-2016 • Trade balance of crispbread foreign trade in Iceland in 2012-2016, in volume terms • Trade balance of crispbread foreign trade in Iceland in 2012-2016, in value terms • Volume and dynamics of the imports of crispbread to Iceland in 2012-2016 • Value and dynamics of the imports of crispbread to Iceland in 2012-2016 • Main countries, importing crispbread to Iceland in 2012-2016, in volume terms • Main countries, importing crispbread to Iceland in 2012-2016, in value terms • Average prices of the crispbread, imported to Iceland in 2012-2016 • Volume and dynamics of the Icelander exports of crispbread in 2012-2016 • Value and dynamics of the Icelander exports of crispbread in 2012-2016 • Recipient countries of the Icelander exports of crispbread in 2012-2016, in volume terms • Recipient countries of the Icelander exports of crispbread in 2012-2016, in value terms • Average prices of the Icelander exports of crispbread in 2012-2016 • Volume and dynamics of the consumption of crispbread in Iceland in 2012-2016 • Value and dynamics of the consumption of crispbread in Iceland in 2012-2016 • Volume and dynamics of the per capita consumption of crispbread in Iceland in 2012-2016 • Value and dynamics of the per capita consumption of crispbread in Iceland in 2012-2016 • Balance between supply and demand on the crispbread market in Iceland in 2012-2016 and forecast for 2017-2022, in volume terms • Balance between supply and demand on the crispbread market in Iceland in 2012-2016 and forecast for 2017-2022, in value terms • Forecast for the total supply of crispbread in Iceland for 2017-2022 (under the framework of the base scenario), in volume and value terms • Forecast for the total supply of crispbread in Iceland for 2017-2022 (under the framework of the pessimistic scenario), in volume and value terms • Forecast for the total supply of crispbread in Iceland for 2017-2022 (under the framework of the optimistic scenario), in volume and value terms List of figures • Volume and dynamics of the crispbread market in Iceland in 2012-2016 • Value and dynamics of the crispbread market in Iceland in 2012-2016 • Structure of the crispbread market in Iceland in 2012-2016, in volume terms Page 10of 39 http://www.wm-strategy.com

  11. Demo version Iceland: Crispbread Market. October 2017 • Structure of the crispbread market in Iceland in 2012-2016, in value terms • Structure of the crispbread market in Iceland by origin in volume terms in 2012-2016 • Structure of the crispbread market in Iceland by origin in value terms in 2012-2016 • Structure of the crispbread market in Iceland by product categories in 2016, in value terms • Main trade channels for crispbread retail distribution in Iceland in 2016, in value terms • Volume and dynamics of the domestic production of crispbread in Iceland in 2012-2016 • Value and dynamics of the domestic production of crispbread in Iceland in 2012-2016 • Value chain analysis of the crispbread market in Iceland • Structure of the crispbread price formation in Iceland, in % • Volume and dynamics of the average producer prices of crispbread in Iceland in 2012-2016 • Trade balance of crispbread foreign trade in Iceland in 2012-2016, in volume terms • Trade balance of crispbread foreign trade in Iceland in 2012-2016, in value terms • Volume and dynamics of the imports of crispbread to Iceland in 2012-2016 • Value and dynamics of the imports of crispbread to Iceland in 2012-2016 • Main countries, importing crispbread to Iceland in 2012-2016, in volume terms • Main countries, importing crispbread to Iceland in 2012-2016, in value terms • Volume and dynamics of the average prices of the crispbread, imported to Iceland in 2012- 2016 • Volume and dynamics of the Icelander exports of crispbread in 2012-2016 • Value and dynamics of the Icelander exports of crispbread in 2012-2016 • Recipient countries of the Icelander exports of crispbread in 2012-2016, in volume terms • Recipient countries of the Icelander exports of crispbread in 2012-2016, in value terms • Volume and dynamics of the average prices of the Icelander exports of crispbread in 2012- 2016 • Volume and dynamics of the consumption of crispbread in Iceland in 2012-2016 • Value and dynamics of the consumption of crispbread in Iceland in 2012-2016 • Volume and dynamics of the per capita consumption of crispbread in Iceland in 2012-2016 • Value and dynamics of the per capita consumption of crispbread in Iceland in 2012-2016 • Balance between supply and demand on the crispbread market in Iceland in 2012-2016 and forecast for 2017-2022, in volume terms • Balance between supply and demand on the crispbread market in Iceland in 2012-2016 and forecast for 2017-2022, in value terms • Forecast for the total supply of crispbread in Iceland for 2017-2022 (under the framework of the base scenario), in volume and value terms • Forecast for the total supply of crispbread in Iceland for 2017-2022 (under the framework of the pessimistic scenario), in volume and value terms • Forecast for the total supply of crispbread in Iceland for 2017-2022 (under the framework of the optimistic scenario), in volume and value terms Page 11of 39 http://www.wm-strategy.com

  12. Demo version Iceland: Crispbread Market. October 2017 2. 2. Executive summary Executive summary The Icelander crispbread market showed … dynamics in physical terms in the period 2012- 2016. In 2012, it was equal to X thousand tons. In 2012, the indicator … by X%, after which followed three consecutive years of … It happened at rates of X%, X% and X%, respectively. So, in 2016, the market volume reached … for the period at … thousand tons, which was an overall … for the period. In the next few years, experts believe that the market will continue … at rates of X% per year. In value terms, the crispbread market in Iceland showed … dynamics to the same indicator in volume terms. In 2012, it was equal to X billion EUR... … Table 1Key indicators on the Icelander crispbread market in 2012-2016 Indicators 2012 Market volume and value in Iceland in tons X 2013 2014 2015 2016 X 284 X X in 000's of EUR X X X X X Volume and value of production in Iceland X in tons X X X X in 000's of EUR X X X X X Volume and value of imports to Iceland X in tons X X X X in 000's of EUR X 765 X X X Volume and value of the Icelander exports X in tons X X X X in 000's of EUR X X X X X Share of domestically produced goods on the market, in volume terms Share of foreign products on the market, in volume terms X% X% X% X% X% X% X% X% X% X% Average prices on the domestic market X Average producer prices, in EUR/ton Average retail prices, in EUR/kg Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis X X X X X X X X X (WMStrategy) Page 12of 39 http://www.wm-strategy.com

  13. Demo version Iceland: Crispbread Market. October 2017 6. 6. Overview and analysis Overview and analysis of the of the crispbread crispbread market market in in Iceland Iceland 6.1. 6.1. The Icelander crispbread market showed … dynamics in physical terms. In, 2012 was equal to … tons. In the next few years, it ... Table 2 Volume and dynamics of the crispbread market in Iceland in 2012-2016, in tons and in % Year Market volume, in tons 2012 X 2013 X 2014 284 2015 X 2016 X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Volume, value and dynamics of the Volume, value and dynamics of the crispbread crispbread market in market in Iceland Iceland in in 2012 2012- -2016 2016 Dynamics, in % X% X% X% X% X% (WMStrategy) Page 13of 39 http://www.wm-strategy.com

  14. Demo version Iceland: Crispbread Market. October 2017 Volume and dynamics of the Icelander crispbread market in 2012-2016 250 112% X X 110% X X 200 X% X 108% X% X% X% 106% 150 104% 100% 102% 100 100% 98% 50 96% 0 94% 2012 2013 2014 2015 2016 Market volume, in tons Dynamics, in % Fig. 1 Volume and dynamics of the crispbread market in Iceland in 2012-2016, in tons and in %1 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) … 1Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 14of 39 http://www.wm-strategy.com

  15. Demo version Iceland: Crispbread Market. October 2017 6.3. 6.3. During the whole analyzed period, the market was dominated by products of … origin in both volume and value terms. In physical ones, the domestically produced products accounted for X%-X% of the market in 2012-2016. The market structure fluctuated a bit throughout the years, but showed similar dynamics in value terms as well. The share of domestic crispbread in value terms was in the range of X%-X%. Experts believe that this structure will remain at … levels in the next few years. However, … … Structure of the Structure of the crispbread crispbread market in market in Iceland Iceland by origin by origin Table 3 Structure of the crispbread market in Iceland by origin in 2012-2016, in tons Year Market volume, in tons products, in tons 2012 X 2013 X 2014 284 2015 X 2016 X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Domestically produced Foreign products, in tons X X X X X X X X X X (WMStrategy) Page 15of 39 http://www.wm-strategy.com

  16. Demo version Iceland: Crispbread Market. October 2017 Structure of the Icelander crispbread market by origin in 2012-2016 in volume terms, in % 80,00% X% X% X% X% X% 70,00% 60,00% 50,00% X% 40,00% X% X% X% X% 30,00% 20,00% 10,00% 0,00% 2012 2013 2014 2015 2016 Domestically produced products, in tons Foreign products, in tons Fig. 2 Structure of the crispbread market in Iceland by origin in 2012-2016 in volume terms, in %2 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) 2Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 16of 39 http://www.wm-strategy.com

  17. Demo version Iceland: Crispbread Market. October 2017 6.4. 6.4. From the point of view of consumers, there are a number of substitutes for commercially available crispbread. These include different types of fresh breads and similar products, crackers and savory snacks, savory biscuits and even confectionery. Retailers, aiming to meet consumer demand, will tend to stock all kinds of substitutes. From the retailer's point of view, they may offer benefits, such as … (e.g. premium-priced breads), … and …. Switching costs are not significant. However, most food retailers are likely to … Table 4 Structure of the Icelander crispbread market by product categories by main product segment in brand value in 2016 in value terms, in % to the total Product category Single-grain crispbread Whole-grain crispbread Multi-grain crispbread Gluten free crispbread Total Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Key recent trends on the Key recent trends on the crispbread crispbread market in market in Iceland Iceland Share in 2016 in value terms, in % X% X% X% X% 100.00% (WMStrategy) … Crispbread is a commodity product and as such, most of its sales to final consumers happen in the retail network. In 2016, about X% of them happened through supermarkets and hypermarkets. These are the places that offer the largest variety of crispbread flavors and consumers usually go there to purchase many food items, not specifically for crispbread. They were followed by independent retailers, where happened about X% of the crispbread retail sales in the last year. The convenience stores contributed about … Page 17of 39 http://www.wm-strategy.com

  18. Demo version Iceland: Crispbread Market. October 2017 Table 5 Main trade channels for crispbread retail distribution in Iceland in 2016 in value terms, in % to the total Trade channel Share of total sales in 2016 in value terms, in % X% Supermarkets and hypermarkets Independent retailers Convenience stores Specialist retailers Others Total Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis X% X% X% X% 100.00% (WMStrategy) … Packaging is an important input in this market and some market players may enter into long- term contracts with their suppliers, which increases supplier power. It may be possible to find substitutes for some minor ingredients such as flavorings in the production of crispbread but there are no satisfactory substitutes for major ingredients like flour, salt and sugar. This also tends to strengthen supplier power, which as an overall can be considered … … Page 18of 39 http://www.wm-strategy.com

  19. Demo version Iceland: Crispbread Market. October 2017 6.5. 6.5. Competitive landscape of the market Competitive landscape of the market … The European crispbread market is not fragmented with the top four players holding over less than X% of the total market by value. Its most significant players include large, well-known international companies like Kraft Heinz, ConAgre, General Mills and Mondelez, as well as smaller competitors, i.e. Warburtons, Bakkersland Groep and Vaasan Oy. There are numerous smaller companies on the market and there is production of crispbread happening in more than … … As regards producing companies, the competitive landscape is not very easy to change as the market entry barriers are considerably high in most of the analyzed European markets. These require choosing … … 6.6. 6.6. Key drivers and restraints for the market development in the medium Key drivers and restraints for the market development in the medium term term Page 19of 39 http://www.wm-strategy.com

  20. Demo version Iceland: Crispbread Market. October 2017 … Another important driver for the development of the crispbread market in the medium term is connected with the busy lifestyles, the increasing influence of western culture and the rising health awareness. The busy lifestyles mean that people have less and less time to cook at home and are looking for quick way to prepare tasty and nutritional meals. At the same time, the health awareness among the consumers is growing rapidly in the last few years. The main producing companies and thus coming up with new production processes, new product types and even new … … Page 20of 39 http://www.wm-strategy.com

  21. Demo version Iceland: Crispbread Market. October 2017 7 7. . Overview and analysis of the domestic production of Overview and analysis of the domestic production of crispbread crispbread in in Iceland Iceland 7 7. .1 1. . Volume, value and dynamics of the domestic production of Volume, value and dynamics of the domestic production of crispbread 2012 2012- -2016 2016 crispbread in in Iceland Iceland in in As an overall, the Icelander production of crispbread in physical terms showed … dynamics in the period 2012-2016. In 2012, in Iceland were produced X thousand tons of the product. In 2013, the indicator … by …%, which was followed by … years of …. It happened at rates of …% and …%, respectively. In 2016, in Iceland were produced X thousand tons, which was a total … of …, compared to 2012. Experts forecast that in the next few years, the Icelander production will … at … rates of …% per year. … Table 6 Volume and dynamics of the domestic production of crispbread in Iceland in 2012-2016, in tons and in % Year Production volume, in tons 2012 X 2013 X 2014 X 2015 X 2016 X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Dynamics, in % X% X% X% X% X% (WMStrategy) … Page 21of 39 http://www.wm-strategy.com

  22. Demo version Iceland: Crispbread Market. October 2017 Value and dynamics of the Icelander production of crispbread in 2012-2016 600 112% X% X 110% X 500 X 108% X X% X% X X% 400 106% 104% 300 102% X% 200 100% 98% 100 96% 0 94% 2012 2013 2014 2015 2016 Production value, in 000's of EUR Dynamics, in % Fig. 3 Value and dynamics of the domestic production of crispbread in Iceland in 2012-2016, in thousands of EUR and in %3 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) … 3Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 22of 39 http://www.wm-strategy.com

  23. Demo version Iceland: Crispbread Market. October 2017 7.3. Characteristics of the main companies, producers 7.3. Characteristics of the main companies, producers and distributors Iceland Iceland … and distributors of of crispbread crispbread in in There are a number of large European companies, which are engaged in crispbread production in the region. Some of the leading of them are profiled in this sub-chapter. These specific companies have been included due to the fact that they have been referred to as leading by the interviewed market experts, industry media, etc. However, the list does not claim to be complete and there are other important companies in Europe as well. The companies are … … 7.3.1. The Kraft Heinz Company The Kraft Heinz Company is an … Page 23of 39 http://www.wm-strategy.com

  24. Demo version Iceland: Crispbread Market. October 2017 8 8. . Characteristics and analysis of the prices of Characteristics and analysis of the prices of crispbread Iceland Iceland crispbread in in … 8 8.3. Characteristics of the producer prices of .3. Characteristics of the producer prices of crispbread … crispbread in in Iceland Iceland in in 2012 2012- -2016 2016 The average producer prices of crispbread in Iceland in the period 2012-2016 showed … dynamics. In 2012, one ton of crispbread, purchased directly from the producer cost about … EUR in Iceland. In the next two years, the indicator … to reach its highest value for the period at … EUR per ton in … After this came … rates of …% and …%, respectively. As a result, in 2016, the average producer price reached … EUR per ton, which was an overall … of …% for the period. Experts expect that the average producer prices will … in the next five years at … rates of …% per year. Table 7 Volume and dynamics of the average producer prices of crispbread in Iceland in 2012-2016, in EUR per ton and in % Year Average producer price, in EUR/ton 2011 X 2012 X 2013 X 2014 X 2015 X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Dynamics, in % X% X% X% X% X% (WMStrategy) … Page 24of 39 http://www.wm-strategy.com

  25. Demo version Iceland: Crispbread Market. October 2017 Average producer prices of crispbread in Iceland in 2012-2016 2,5 X X X X 2 X 1,5 X% X% X% X% X% 1 0,5 0 2011 2012 2013 2014 2015 Average producer price, in EUR/ton Dynamics, in % Fig. 4 Volume and dynamics of the average producer prices of crispbread in Iceland in 2012-2016, in EUR per ton4 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) … 4Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 25of 39 http://www.wm-strategy.com

  26. Demo version Iceland: Crispbread Market. October 2017 10 10. . Overview and analysis of the imports of Overview and analysis of the imports of crispbread Icelander Icelander market market crispbread to the to the … 10 10. .2 2. Major trade inflows of . Major trade inflows of crispbread … crispbread imports to imports to Iceland Iceland In 2016, in volume terms, the main share of imports belonged to ….It was then followed by … with … thousand tons (…%) and … with … thousand tons (…%). Thefourth and fifth place, respectively, were taken by … and … with ... (…%) and … thousand tons(…%). In value terms, the three leading countries were - …, … and … with importedproducts, equal to … (…% of the total) , …(…%) and … EUR (…%). Table 8 Main countries, exporting crispbread to Iceland in 2012-2016, in thousands of EUR and in % Exporting country value in 2012, in 000's of EUR EUR EUR Country A X X Country B X X Country C X X Country D X X Country E X X Country F X X Country G X X Country H X X Country I X X … X X Other countries Total X X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Import Import value in 2013, in 000's of Import value in 2014, in 000's of Import value in 2015, in 000's of EUR X X X X X X X X X X X Import value in 2016, in 000's of EUR X X X X X X X X X X X CAGR 2012- 2016 Shar e in 2016 , in % X% X% X% X% X% X% X% X% X% X% X% X X X X X X X X X X X X% X% X% X% X% X% X% X% X% X% X% X X X X X X% X% (WMStrategy) Page 26of 39 http://www.wm-strategy.com

  27. Demo version Iceland: Crispbread Market. October 2017 Structure of the imports of crispbread to Iceland in 2016 in value terms, in % Country A Country B Country C Country D Country E Country F Country G Others Fig. 5 Main countries, exporting crispbread to Iceland in 2016 in value terms, in %5 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) … 5Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 27of 39 http://www.wm-strategy.com

  28. Demo version Iceland: Crispbread Market. October 2017 1 12 2. . Characteristics of the consumption of Characteristics of the consumption of crispbread crispbread in in Iceland Iceland 12.1. Volume, value and dynamics of the consumption of 12.1. Volume, value and dynamics of the consumption of crispbread … crispbread in in Iceland Iceland in in 2012 2012- -2016 2016 The consumption volume of crispbread in Iceland in 2012 was … thousand tons, which were valued at … billion EUR in producer prices. During the analyzed period, the consumption in both volume and value terms showed mixed dynamics... … Table 9 Volume, value and dynamics of the consumption of crispbread in Iceland in 2012-2016, in tons, thousands of EUR and in % Year Market volume, in tons EUR 2012 X X 2013 X X 2014 284 X 2015 X X 2016 X X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Market value, in 000's of Inventory levels Consumption, in tons Consumption, in 000's of EUR X X X X X X% X% X% X% X% X X X X X (WMStrategy) … Page 28of 39 http://www.wm-strategy.com

  29. Demo version Iceland: Crispbread Market. October 2017 Volume and dynamics of the consumption of crispbread in Iceland in 2012- 2016 X% 250 112% X X 110% X 200 X 108% X X% X% X% 106% 150 104% 102% X% 100 100% 98% 50 96% 0 94% 2012 2013 2014 2015 2016 Consumption, in tons Dynamics, in % Fig. 6 Volume and dynamics of the consumption of crispbread in Iceland in 2012- 2016, in tons and in %6 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) … 6Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 29of 39 http://www.wm-strategy.com

  30. Demo version Iceland: Crispbread Market. October 2017 12.2. Volume, value and dynamics of the per capita consumption of 12.2. Volume, value and dynamics of the per capita consumption of crispbread crispbread in in Iceland Iceland in in 2012 2012- -2016 … 2016 ... The Icelander average consumption in 2012 was … kilograms per capita, which was equal to … EUR per capita. In the next five years, the volume of per capita consumption in volume terms …at CAGR of …% per year to reach … kilograms per capita, while the one in value terms …at CAGR of …% per annum and reached … EUR per person… … Table 10 Volume, value and dynamics of the per capita consumption of crispbread in Iceland in 2012-2016, in kilograms per capita, EUR per capita and in % Year Consumption per capita, in kg/capita % Dynamics, in Consumption per capita, in EUR/capita X X X X X Dynamics, in % 2012 2013 2014 2015 2016 X X X X X X% X% X% X% X% X% X% X% X% X% Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) … Page 30of 39 http://www.wm-strategy.com

  31. Demo version Iceland: Crispbread Market. October 2017 1 12 2. .3 3. . Balance between supply and demand on the Balance between supply and demand on the crispbread 2016 2016 crispbread market in market in Iceland Iceland in in 2012 2012- - … Due to the … of domestic demand, the local balance between supply and demand in physical terms was … with domestic supply being able to cover about X%-X% of the domestic demand in the last five years. In value terms, the situation was … but had … dynamics due to the …In value terms, the balance between domestic supply and domestic demand was also … with domestic supply being able to cover about X%-X% of the local demand in 2012-2016. It should be mentioned that a large part of the Icelander production is exported but mostly to … countries. Experts forecast that the balance in both volume and value terms will remain … in the next few years and the difference between the …. … Table 11 Balance between domestic supply and domestic demand on the crispbread market in Iceland in 2012-2016, in tons and in % Year Volume of domestic supply, in tons 2012 X X 2013 X X 2014 X X 2015 X X 2016 X X Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Volume of domestic demand, in tons Balance, in tons Supply, in % to the total demand X% X% X% X% X% X X X X X (WMStrategy) Page 31of 39 http://www.wm-strategy.com

  32. Demo version Iceland: Crispbread Market. October 2017 Balance between domestic supply and domestic demand on the Icelander crispbread market in 2012-2016, in volume terms 400 X X X 300 X X 200 X X X X X 100 0 2012 2013 2014 2015 2016 Volume of domestic supply, in tons Volume of domestic demand, in tons Fig. 7 Balance between domestic supply and domestic demand on the crispbread market in Iceland in 2012-2016, in tons7 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) 7Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 32of 39 http://www.wm-strategy.com

  33. Demo version Iceland: Crispbread Market. October 2017 12.4. Forecast for development of the 12.4. Forecast for development of the crispbread crispbread market in market in Iceland Iceland in in 2017 2017- -2022 2022 … In the last five years, the crispbread market in Iceland was dominated by … and this trend will continue in the medium term. Due to the …, the market will show … in the period until 2022. Of course, this will happen if the overall Icelander economy is able to achieve … of …% per year and…. … Under the base scenario for development, the Icelander economy will show … rates of about …% per year until 2022…. In this scenario, the annual market … rate for the period will be about …% per year, which means that the market volume in 2022 will reach … thousand tons or … billion EUR. Table 12 Volume, value and dynamics of the crispbread market in Iceland in 2012- 2016 and forecast for its development in 2017-2022 (under the framework of the base scenario), in tons, thousands of EUR and in % Year Market volume, in tons % 2012 X X% 2013 X X% 2014 284 X% 2015 X X% 2016 X X% 2017F X X% 2018F X X% 2019F X X% 2020F X X% 2021F X X% 2022F X X% Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis Dynamics, in Market value, in 000's of EUR X X X X X X X X X X X Dynamics, in % X% X% X% X% X% X% X% X% X% X% X% (WMStrategy) Page 33of 39 http://www.wm-strategy.com

  34. Demo version Iceland: Crispbread Market. October 2017 Volume and dynamics of the crispbread market in Iceland in 2012-2022F (base scenario) 300 112,00% 110,00% 250 108,00% 200 106,00% 104,00% 150 102,00% 100 100,00% 98,00% 50 96,00% 0 94,00% 2012 2013 2014 2015 2016 2017F 2018F 2019F 2020F 2021F 2022F Market volume, in tons Dynamics, in % Fig. 8 Volume and dynamics of the crispbread market in Iceland in 2012-2016 and forecast for its development in 2017-2022 (under the framework of the base scenario), in tons and in %8 Source: Data (Official sources, Expert opinion, WMStrategy calculations), Analysis (WMStrategy) 8Please, bear in mind that the figures, presented in this demo version are for illustrative purposes only and might differ from the real figures you will get by purchasing the full report! Page 34of 39 http://www.wm-strategy.com

  35. Demo version Iceland: Crispbread Market. October 2017 Similar Similar reports We can provide similar reports with a different geographical coverage. These can be conditionally divided into single-country and regional (multi-country) reports. The main difference between the two is the geographical coverage and research focus. We offer similar reports, covering the following countries/regions:  Europe: o Single-country reports for: Austria, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Macedonia, Malta, Montenegro, Norway, Poland, Portugal, Romania, Serbia, Slovakia, Slovenia, Spain, the Netherlands, the United Kingdom, Russia, Belarus, Ukraine, and Turkey; o Regional reports for: Europe, the European Union, Central Europe, Eastern Europe, Northern Europe, Southern Europe, Western Europe, Balkan countries, Southeast Europe, Central and Eastern Europe, Baltic countries, Benelux countries, Scandinavian countries, Mediterranean countries, Iberian countries;  Asia-Pacific: o Single-country reports for: Australia, China, India, Indonesia, Japan, Singapore, South Korea; o Regional reports for: Asia-Pacific;  North America: o Single-country reports for: Canada, the USA, Mexico; o Regional reports for: North America;  Others: o Single-country reports for: Brazil, South Africa, etc. reports For this particular product group, both single-country and regional reports can be provided for almost all global countries and regions. Feel free to contact us for more information! We offer similar reports, covering the following products/product types:  Lighters;  Christmas products;  Artificial flowers and fruits;  Mattresses;  Mattress supports; Page 35of 39 http://www.wm-strategy.com

  36. Demo version Iceland: Crispbread Market. October 2017                      Doors and windows; Kitchen furniture; Office furniture; Wooden chairs; Chair beds; Metal chains; Swivel chairs; Metal furniture; Bedroom furniture; Plastic furniture; Curtains and interior blinds; Toilet linen and kitchen linen; Bed linen; Towels; Table linen; Blankets; Bedspreads; Awnings and sun blinds; Feather quilts and pillows; Quilts and pillows; And many more. Page 36of 39 http://www.wm-strategy.com

  37. Demo version Iceland: Crispbread Market. October 2017 About us About us Williams & Marshall Strategy (http://www.wm-strategy.com) is a global full-service market research and consulting company, providing market insight and analysis on a wide range of industries and markets. Our unique research methodology combines quantitative and qualitative analysis and covers the whole value chain of the markets we analyze – from manufacturers and distributors through wholesalers and retailers to the final clients, which allows us to provide unmatched wide and deep industry understanding. Thus, our clients receive actionable insights on the volume, value and dynamics, trends, growth drivers, threats and opportunities of each market – intelligence that helps them be always a step ahead of the competition. WMStrategy’s reports help our clients make informed commercial planning and strategic decisions and so timely tackle the complex challenges and maximize the opportunities that impact their businesses and drive the generation, evaluation and implementation of powerful growth strategies. We are constantly enhancing our research skills and coverage by improving our work and adding new experts and geographical markets to our portfolio, making our products an essential resource for companies at global, national and local level. Our reports free up your resources and offer you timely deep industry understanding and strategic insights, required in today’s increasingly competitive business environment. Page 37of 39 http://www.wm-strategy.com

  38. Demo version Iceland: Crispbread Market. October 2017 Our clients Our clients As a global company, we are dealing with a very diverse client base. The companies who trust us come from different geographical regions and from different backgrounds – we have clients, ranging from large, developed economies like the USA, the UK, Germany, France, Italy, Australia, Canada, Japan, etc. to developing countries like Chile, Nigeria, India, Indonesia, Bulgaria, Poland, Russia, etc. Our clients come from different industries – from mining and agriculture through processing and manufacturing to different types of consulting and financial services. They vary from large Fortune 500 companies to small start-up ventures. You can find a sample list of some of our recent clients below9 (provided in no particular order). 9 All logos represent intellectual property of their respective owners. WMS does not have the right to represent any of the above mentioned companies. Page 38of 39 http://www.wm-strategy.com

  39. Demo version Iceland: Crispbread Market. October 2017 Purchase this report Purchase this report You can purchase this report directly at our online store: https://www.wm- strategy.com/store/ You can inquire about this report: https://www.wm-strategy.com/iceland- crispbread-market You can request customization strategy.com/iceland-crispbread-market You can contact us with any question: info@wm-strategy.com of this report: https://www.wm- Page 39of 39 http://www.wm-strategy.com